Tourism Queensland (TQ) acting chief executive Steve McRoberts said the strategy sought to tap into the emotional needs of tourists.
"Under the global brand strategy, Queensland's key destinations will have their own attributes and personalities strengthened by a common theme which demonstrates they belong to a diverse Queensland family of destinations," he said.
McRoberts said it was important to look at why people traveled and understanding this would enable TQ to increase its visitor numbers and better disperse them throughout the state.
Tourism Minister Peter Lawlor said the industry was being consulted as ideas came together.
"It's a response to market research and the aim is to present the character and personality of Queensland's destinations and experiences to meet the needs of holidaying consumers," he said.
The new strategy is due to be unveiled in mid-2010 and follows the "Best Job in the World" marketing campaign earlier this year.
